Regardless of where you sit in your marketing organization, you’ve probably heard this classic SEO advice: Target long-tail, niche queries; optimize on-page SEO; build backlinks, and create authoritative content to match search intent and user needs.
For good reason, too.
At one time, that was the dominant strategy for acquiring value-rich organic search rankings to drive traffic to your website. But today, in an era where everyone copies each other and AI overviews have taken center stage, that longstanding strategy is getting a bit long in the tooth. How so?
A 2024 study from leading audience intelligence provider SparkToro offers context, suggesting that “for every 1,000 searches on Google in the United States, only 360 clicks make it to a non-Google-owned, non-Google-ad-paying property.”
According to the report, that’s a historic low underpinning an undeniable trend: Google is sending less and less of its search share to the “open web.”
Translation for B2B marketers: Simply ranking for niche terms on page one isn’t enough anymore. The organic search channel is evolving, and the familiar SEO strategies we’ve become accustomed to need to do the same.
The Evolving SEO Playbook
First things first: The observation that SEO strategies need a change is not to say that we need to throw everything we know away. On the contrary, what’s commonplace is still common sense.
For example, there’s still value in pursuing niche keywords and showing up for them on page one. After all, you still want to be there when your target customers search.
However, rather than viewing niche keywords and rankings as the foundation of a strong SEO strategy, we need to evolve our thinking to take a more holistic view.
How? Let’s break it down.
Four Rules for Winning the Modern SEO Game
Rule 1. Shift from Keyword-First to Audience-First Thinking to Generate Value-Rich Content
Traditional SEO too often focuses on keyword volume and competition. For the reasons noted above, simply ranking for target queries won’t cut it anymore. Instead, B2B marketers should prioritize understanding audience behavior, intent, and pain points beyond search queries to get a better sense of what their audience finds valuable.
- Action: Use audience intelligence tools (such as SparkToro) to uncover where your audience spends time outside of Google (on social media, industry forums, niche publications, etc.) and leverage those insights to build more holistic content plans.
Rule 2. Multi-Channel Content Distribution is No Longer Optional
Unpinning Rule 1 is the reality that organic search should be part of a broader multi-channel strategy that includes LinkedIn, email, industry partnerships, thought leadership, and more. That’s not to say these other channels will overtake organic search as top traffic-referring channels to your site. But they certainly influence what your audience searches for when they end up in a browser.
- Action: Repurpose high-performing content across multiple platforms. Turn a blog post into a LinkedIn thread, a webinar, or an email series.
Rule 3. Brand Authority is the New Backlink Strategy
We can’t push this one hard enough. Traditional link-building still matters, but Google increasingly favors brands with strong authority. Hence why the first two rules are so important: Showing up with value-rich content in your audience’s preferred channels is a surefire way to build a reputation.
- Action: Invest in brand-building efforts. Speak on podcasts, publish guest content in industry publications, engage in online communities, etc.
Rule 4. Conversion-Driven SEO Over Traffic-Driven SEO
Lastly, remember that traffic isn’t the goal. Leads, engagement, and revenue are.
Instead of chasing high-volume, top-of-funnel keywords, focus on keywords and content that drive action (e.g., bottom-of-funnel content, case studies, and in-depth guides).
- Action: Align SEO efforts with demand generation. Ensure content is strategically placed to nurture leads and drive pipeline growth.
That’s how we see it. What about you?
Are you seeing a dip in organic traffic that converts? If so, drop us a line. We’d love to help you audit and evolve your SEO strategy for the new normal.